Kylie Jenner may be laying the groundwork for the next generation of her beauty business. The Kylie Cosmetics founder has filed a trademark application for her 8-year-old daughter’s full name, Stormi Webster, and it covers just about every category you’d expect from a full beauty line.
The application, made by Kylie Jenner Inc. with the U.S. Patent and Trademark Office, covers skin-care staples like moisturizers, lotions, creams, cleansers, serums and facial oils, plus body oils, shower and bath gels, cosmetics, fragrances, hair care and nail products. It’s currently listed as pending, and no launch, product lineup or business plan has been announced. Of course, a trademark filing isn’t a promise of product, and brands often file early to protect a name long before anything hits shelves.
Jenner has tried to trademark her daughter’s name before. She previously filed for “Stormi World,” a nod to dad Travis Scott’s Astroworld album and festival, though beyond a themed birthday party, a business never took shape. And back in 2021, during her Inside Kylie Cosmetics YouTube series, Jenner teased that her then 3-year-old was getting into the family business. “She’s actually launching a little secret brand soon that we’ve been working on for a while, but finally… pedal to the metal,” she said. That brand never surfaced, so a little cautious optimism feels fair this time around.
Kylie Baby, the personal-care line Jenner launched with Coty in 2021, was inspired by Stormi. It joined a portfolio that started with Kylie Cosmetics in 2015 and has since grown to include Kylie Skin and fragrance (Coty acquired a 51 percent stake in Kylie Cosmetics and Kylie Skin in 2019).
For now, the filing remains pending, and there’s no word on when (or if) products will arrive. We’ll be watching the USPTO filings, and Jenner’s Instagram, for any sign of a launch.
